It’s simple and to the point and hardly offensive, but the tagline “We love boobs” won’t survive the scrutiny of Sweden’s transit system, which has rejected ads bearing that line from a fashion company advertising its new bras. “We have said no to the text for roughly the same reason that they want it there—because it is intended to attract attention,” a transit rep says. The clothing company, Lindex, doesn’t understand what the big deal is. Says a rep there: “We are a female company with a female target group and would never do anything which could be considered sexist.”

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

It’s simple and to the point and hardly offensive, but the tagline “We love boobs” won’t survive the scrutiny of Sweden’s transit system, which has rejected ads bearing that line from a fashion company advertising its new bras. “We have said no to the text for roughly the same reason that they want it there—because it is intended to attract attention,” a transit rep says. The clothing company, Lindex, doesn’t understand what the big deal is. Says a rep there: “We are a female company with a female target group and would never do anything which could be considered sexist.”